Pet foods adopt "superfood" ingredients to appeal to hyper-responsible pet owners
Implications - The popularity of "superfoods" has resulted in the marketing of pet food products as including these varied ingredients, with everything from algae to beets enhancing the health of pets' meals. These superfood pet products appeal to hyper-conscious pet owners, particularly those within Millennial demographics, due to their framing as artisan and ultra-nutritious.
Workshop Question - How could your brand adopt a popular product/service from an adjacent industry?
Trend Themes
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Superfood Pet Products — The trend of using superfoods in pet food products is appealing to hyper-conscious pet owners who are looking for ultra-nutritious and artisan pet products.
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Baked Dog Food — The trend of baking dog food is gaining popularity, with brands like Nineteen87 recognizing that baking is the best way to avoid overprocessing ingredients and helping them to retain the most nutritional value and flavor possible.
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Pet Supplements — The trend of using all-natural ingredients in pet supplements, as exemplified by Because Animals, appeals to consumers looking for environmentally friendly solutions with ingredients missing from most pet food formulas.
Industry Implications
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Pet Food — Brands in the pet food industry can consider using superfoods, baking dog food, and all-natural ingredients in pet supplements to appeal to health-conscious consumers looking for ultra-nutritious food for their pets.
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Human Food Industry — Human food industry professionals can look into collaborating with the pet food industry, as consumers are seeking human-grade ingredients for their pets, mirroring patterns in the human food market, such as clean meat.
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Supplement Industry — Those in the supplement industry can look into expanding their product lines to include pet supplements, as consumers are looking for all-natural ingredients and environmentally friendly solutions to support the health and well-being of their pets.
